Applicants’ guide to nominations

 
  • “Competition” means Destination Lincolnshire Tourism Awards Associate manages and the VisitEngland Awards for Excellence

    “Organiser” means name of Stonebow Media.

    “You” means the individual who submits an application

    “Platform” means the online system that the applicant must use to complete their application.

    By submitting an application to the Competition, you agree to be bound by the following terms and conditions:

    • Applications for the Competition must be submitted before the deadline stated on our website

    • Applications must be submitted online by July 16th by following the link at www.lincolnshiretourismawards.com

    • It is free to apply to all of the Competition categories.

    • The business/experience must be open at some point between August 7th and September 22nd, so the judges can visit if required. If you are due to be closed for any part of this period, please ensure this is highlighted in the ‘closures’ box on your application.

    • If required by the Organiser you will need to accommodate a judging visit. If you do not accommodate a judging visit for any reason whatsoever this may result in your application being delayed and/or withdrawn.

    • The Organiser and VisitEngland reserve the right to amend the judging process at the time if circumstances make judging visits impractical.

    • Applications may be submitted by any individual representing the business applying and the individual who submits the application will also become the contact whom all correspondence from the Organiser and VisitEngland concerning the Competition will be addressed to.

    • You must inform the Organiser immediately of any changes to the contact information relating to you or the business applying during the Competition.

    • Employees or representatives/agents of the Organiser and VisitEngland are not eligible to submit an application to the Competition except for categories in which third party nominations are publicly invited.

    • The business applying complies with all current and relevant legal and licensing obligations.

    The judges reserve the right to not consider an application if this is in doubt and cannot be confirmed.

    • You can apply for more than one category, except where specified within the eligibility criteria, but separate applications must be completed for each.

    • Applications will only be considered if they are deemed to meet the eligibility criteria.

    • Applications will only be considered if they are submitted via the Platform and completed in full and do not exceed the maximum word counts.

    • The Organiser reserves the right to move an application into a different category, if deemed more appropriate and should this occur the business affected will be informed.

    • You will, if requested, reimburse the judge and his/her partner (or family/companions in the case of some visitor attractions or experiences) on departure for the cost of the mystery visit/overnight stay, any meals taken (alcoholic drinks only for Pub of the Year, Taste of England Award and Hotel of the Year categories), or any admission or ticket cost as appropriate to the category.

    • You agree to be part of any publicity undertaken in association with the Competition. You accept and agree that the Organiser and VisitEngland may use or publish any photographs, comments or evidence submitted at any stage of the Competition in any media, waiving any rights to payment or to inspect and approve a finished product.

    • You confirm that you or the business applying own the copyright to any photographs included with your application.

    • The Organiser and VisitEngland may send you communications via email in relation to your application to the Competition e.g. reminders of the deadline and to submit your application, notification of successful application submission, judging feedback, applicant survey, event invitation.

    • The Organiser and VisitBritain/VisitEngland may store your contact information within databases to send you marketing communications including newsletters, future events and promotions unrelated to the Competition.

    • Competition judges may decline to award winners at any level in some or all categories, if in their opinion there are insufficient entries of a winning standard.

    • The prize provided by the Organiser for each winner will be a certificate and/ or a trophy. There is no cash alternative.

    • Competition winners may publicise their success indefinitely provided the placing, category and year are specified in all publicity and materials.

    • Competition winners may only use the specific logo issued by the Organiser or VisitEngland and not modify it in any way, nor use, or adapt for use, any other logo connected with the Organiser or VisitEngland.

    • The logo may only be used alongside the location or part of the business that has won an award e.g. a self catering provider with multiple properties across different locations must only use the logo alongside the winning location.

    • The Organiser and VisitEngland will not accept responsibility for applications delayed or lost as a result of any network, computer hardware or software failure.

    • In the event of any dispute regarding the Competition eligibility criteria, application forms, judging process, choice of finalists/winners or any other matter relating to the Competition, the decisions of the Organiser and VisitEngland shall be final and no correspondence or discussion shall be entered into.

    National Judging

    • Should you win an award in your local/regional Competition you may be automatically put forward for national judging by VisitEngland for the VisitEngland Awards for Excellence 2024.

    • You must notify the Organiser in writing at the time of application if you do not wish to be put forward for national judging

    • In rare circumstances VisitEngland may deem that an application does not meet the eligibility criteria and reserves the right not to consider the application for national judging

    • It is not possible to revisit your application prior to being put forward for national judging

    • VisitEngland reserves the right to move an application into a different category, if deemed more appropriate

    • The prize provided by VisitEngland for each winner will be a certificate and/ or a trophy. There is no cash alternative.

    • Any queries in relation to national judging should be directed to VEAwards@visitengland.org

    • Any data you provide will be handled in accordance with the Organiser’s privacy policy, VisitEngland’s privacy policy and the privacy policy of the organisation contracted to provide the Platform, available on their websites.

    • The Organiser reserves the right to make changes to these Applicant Terms and Conditions at any time and may notify you in writing of these changes.

  • Nominations open: Friday, May 19

    Application masterclass: Tuesday, June 13 & Wednesday, June 21

    Application deadline: Sunday, July 16, 23.59pm

    Judging round 1: Monday, July 17 - Friday July 28

    Finalists announced: Thursday, August 3

    Mystery shopping: Monday, August 7 - Friday, September 22

    Awards evening: Thursday, October 12

    • Read the criteria carefully to make sure you are applying in the right category or categories.

    • Use all your word count.

    • Make sure you understand the questions and answer every element, as each question is scored by the judges.

    • Check your figures/statistics as you may be asked about these should you reach the interview stage.

    • Honesty is always the best policy as any aspects of your application can be checked and tested.

    • Give your application some personality to stand out from the crowd.

    • Never make ‘throw away’ comments without backing them up eg. ‘We use all local produce from local suppliers’ or ‘We are a sustainable business’ – you will also need to demonstrate this with more information should you reach the interview stage.

    • Leave yourself enough time to apply and gather relevant information.

    • Get a colleague to read through before you submit.

    • Put yourself in the judges’ shoes. Is it easy to read, with robust information and is it inspiring and interesting? Will your application stand out from the crowd?Item description

  • Entry process:

    What are the benefits of entering the Awards?

    This is a great opportunity for you and your business to be recognised and rewarded. A prestigious accolade, past winners have enjoyed extensive media coverage in the local, regional and trade press and radio. In addition, winners are invited to use the winner’s logo on all marketing material. The awards present a great opportunity to showcase your business and network with fellow professionals.

    Who can enter?

    It is free to enter. As long as you meet the criteria for the category or categories you are entering and operate within Greater Lincolnshire then your entry is very much encouraged. You do not need to be a partner of any tourism body to enter.

    What are the rules for applicants?

    The applicant must meet all the criteria listed for the category they are applying for.

    The organisers reserve the right to amend or remove any award category.

    The organisers reserve the right to re-assign an entry to another category.

    When do the awards open for entry?

    Applicants can enter from Wednesday, May 17

    How do I enter?

    Applications are made online. You can register on the system, save your form and return to it later if required (prior to the closing date).

    What are the terms and conditions of entry?

    Terms and Conditions of entry can be found above.

    When is the closing date for entries?

    The closing date for all entries is 23:59 on Sunday, July 16.

    What are the award categories?

    There are 15 individual categories. They can be found on the categories page above.

    How many categories can I enter?

    You may enter as many awards as you wish, providing you meet the criteria of all categories you are entering.

    Is there any support to help me complete the award application form?

    In the first instance, take a look at the tips for applicants section above. Advice and guidance is always on hand from the team to help you complete your application. You can download example copies of the form here. We can clarify what is being asked of you in each section/question of the form. Please call Katrina on 01522 396338 with any questions about the application process.

    How long will it usually take to complete an entry form?

    We anticipate that it could take from 45 minutes to an hour to complete the entry form, once all relevant information has been here sourced that will assist with answering the questions.

    Do I have to stick to the word count?

    Yes, please. Any significant breaches of the word count may affect your chances of being shortlisted.

    Who will see information that I submit? Is it private and confidential?

    Only Stonebow Media personnel and the judging panel, who will each have signed a non-disclosure agreement, will have sight of the entry forms. Stonebow Media will forward contact details of the winners in categories that progress to the VisitEngland Awards for Excellence 2024 for national shortlisting. Please note that the judges’ comments on the successful entry may be referred to at the awards ceremony.

    Judging:

    How are the Destination Lincolnshire Tourism Excellence Awards judged?

    An application form will be completed by each entrant and submitted online. All applications will be checked by Stonebow Media for eligibility, against the required criteria for each category.

    Finalists in certain categories will also receive a mystery visit and the visit report from which will be considered by the judges as part of the judging process in these categories (see individual criteria). The judges will then select a winner for each category based on their findings.

    Please note: where appropriate, judges reserve the right to consult online review websites, the applicant’s own website and online presence (including social media channels) as part of the wider judging process.

    When will the finalists be announced?

    The shortlist will be announced on Thursday, August 3.

    Who will be on the judging panel?

    The Destination Lincolnshire Tourism Excellence Awards are judged by panels made up of independent experts and sponsors.

    Where and when will the judging take place?

    The first round of judging will take place between July 17 and July 28. Mystery shopping experts will be visiting the finalists between August 7 and September 22.

    When will the winners be announced?

    Winners will be announced at the actual awards ceremony on October 12. There will be no advance notification.

    Awards presentation/ceremony:

    Will I be expected to attend the awards ceremony if I am shortlisted?

    If you are shortlisted it is expected that your business will be represented at the event. Winners will be asked to participate in publicity, which may include photography, quotes for the press and radio interviews. Tickets for the Destination Lincolnshire Tourism Excellence Awards are always very keenly priced and income from these goes towards the overall cost of the event, which also requires significant sponsorship to take place.

    How do I buy tickets for the event?

    Check the website for announcements.

    What is the dress code for the evening?

    The dress code will be black tie. The awards evening offers businesses the opportunity to bring teams and families to celebrate their nominations.

    What if I have specific dietary requirements?

    We cater for all dietary requirements.

    What will the winners receive?

    All award winners will receive a prestigious trophy and framed certificate. In addition, winners will be included in all post-event publicity and receive a logo for use on their stationery, brochures and website as appropriate. There is of course the kudos attached to winning such an award which can also provide a fantastic boost to tourism and hospitality teams. Some category winners will be invited to represent Lincolnshire in the VisitEngland Awards for Excellence competition for 2024.

  • General criteria:

    Unless stated otherwise in the criteria for the specific award, all businesses must meet the following criteria:

    All businesses MUST be based within Greater Lincolnshire.

    IMPORTANT: Those categories marked with VE are eligible to progress to the VisitEngland Awards for Excellence / national awards competition (subject to meeting criteria).

    Businesses that have been trading for at least three months and up to two years when applications open, are strongly recommended to apply to the New Tourism Business of the Year category before considering applying to any other categories.

    For the purpose of eligibility for this competition, ‘trading’ means serving customers. If the business has not been trading this long, then they will need to wait to apply to the competition in 2023/24.

    Businesses must be directly involved in tourism, making a contribution to the visitor economy with a significant proportion of business generated by people visiting from outside the local area.

    Meets the tourism product definition:

    • Only tourism businesses who directly serve the end-users are eligible (i.e. the tourist/ visitor/ guest). Business to business agencies or intermediaries e.g. that manage business to consumer (B2C) presence for tourism businesses; would not be eligible.

    • ‘Tourism product’ covers a number of different categories including:

    - Accommodation e.g. hotels, bed & breakfasts, guest houses, self-catering/serviced apartments, hostels, holiday boats, camping, caravanning, glamping, lodges, shepherds huts, chalets

    - Hospitality i.e. a single food and beverage service business e.g. pub, restaurant, café, tea room, coffee shop, bistros, food and drink markets, kiosks & street food (in a regular location). [For these purposes the definition of a food and drink market is a collection of independent food and drink establishments with ancillary services (e.g. parking area, toilets, security, visitor information) and maintained by a management firm as an entity.]

    - Transport services e.g. rail, road, water, airports and rental

    - Guided tours

    - Cultural services, e.g. theatres, musical entertainment venues, sporting venues

    - Travel agencies and other reservation services, including tour operators and destination management companies

    - Sporting, adventure and recreational activities

    - Retail i.e. a single retail outlet or shopping centre that attracts a significant number of people visiting from outside the local area [For these purposes the definition of a shopping centre is a collection of independent retail stores with ancillary services (e.g. parking area, toilets, security, visitor information) and maintained by a management firm as an entity.]

    - Businesses providing supporting services to visitors in-person within the destination e.g. visitor information providers, left luggage services

    - Visitor attractions that meet the visitor attraction definition: a permanently established excursion destination, a primary purpose of which is to allow access for entertainment, interest, or education and can include places of worship; rather than being primarily a retail outlet or a venue for sporting, theatrical, or film performances. It must be open to the public, with or without prior booking, for published periods each year, and should be capable of attracting day visitors or tourists as well as local residents.

    Businesses that serve food must have a minimum food hygiene rating of three out of five. The competition organisers reserve the right to refuse an application if this minimum requirement is not met at any point prior to the awards ceremony. An exception is made for new businesses who have not yet been graded.

    Applications from a chain or group operator must relate to a single site and not multiple sites.

    Camping, Glamping and Holiday Park of the Year -VE

    Recognises holiday parks, sites and villages providing truly memorable guest experiences and demonstrating excellence across every aspect of the business.

    Must meet the general criteria laid out at the top of the page as well as the following:

    • Directly involved in tourism, making a contribution to the visitor economy with a significant proportion of business generated by people visiting from outside the local area.

    • Businesses whose main offer is holiday parks, sites, villages, camping and glamping.

    • Holiday parks/sites with static vans, touring pitches, tent pitches, glamping and other accommodation such as shepherd’s huts, or any combination.

    • Sites ranging from small static caravan parks with no added services and facilities, up to larger sites with many on-site facilities, some of which might be open to the public.

    • Holiday villages offering room only or self catering accommodation e.g. lodges and chalets. A holiday village is typically a complex with a range of facilities and activities available.

    • Holiday parks that consist entirely of units that are owned may apply if used by owners for holiday purposes only (not as a permanent residence).

    Arts, Culture and Heritage

    Recognises arts, culture and heritage based experiences that engage with both residents and visitors.

    Must meet the general criteria laid out at the top of the page as well as the following:

    Any business can enter that provides an outstanding experience for its audience.

    Entries could be a one-off event or a body of work over a period of time.

    Entries could include the following:

    • Museums

    • Galleries

    • Heritage sites

    • Dance

    • Drama

    • Visual Arts

    • Music

    • Film

    • Theatre

    • Religious venues and places of worship

    • Other cultural venues.

    Judges will be looking for evidence of how you engage with audiences, how you reach new market segments, how you have developed over the last 3 years, how the organisation makes a valuable contribution to the local economy, diversity, continuity, and a legacy.

    Ethical, Responsible & Sustainable Tourism Award – VE

    Recognises tourism businesses committed to being sustainable, responsible and ethical in how they operate and interact with customers, the wider community and the environment.

    Must meet the general criteria laid out at the top of the page as well as the following:

    • Events and festivals are not eligible to apply to this category due to the likelihood of VisitEngland Awards for Excellence winners not being announced until one or two years after the event took place e.g. an event taking place in 2021 may not be recognised by VisitEngland until 2023; the event may have ceased or declined in quality since then.

    • Businesses of all sizes can apply as this category is judged within the context and style of the business.

    • Applications from a chain or group operator must relate to a single site and not multiple sites.

    • Businesses that have been trading for at least three months and up to two years when applications open are strongly recommended to apply to the New Tourism Business of the Year category before considering applying to any other categories.

    • For the purpose of eligibility for this competition, ‘trading’ means serving customers. If the business has not been trading this long, then they will need to wait to apply to the competition in 2024.

    Experience of the Year – VE

    Recognises providers of truly memorable and immersive activities for visitors to participate in.

    Must meet the general criteria laid out at the top of the page as well as the following:

    • Any visitor experience that requires participation in an activity.

    • The experience may involve a host/teacher/instructor/guide or may be undertaken independently.

    • Likely to be immersive and interactive.

    • Typically experiences will be learning, adventure or relaxation based.

    • The experience must be open during the judging period.

    • Food service experiences are not eligible for this category and should consider the Taste of England Award category, which assesses the quality of food and drink served to the visitor.

    • Before applying to this category, please read the visitor attraction definition in large and small visitor attraction categories to ensure you are eligible.

    • An experience located at a visitor attraction may only apply to this category if it can be booked separately to the main attraction and can be accessed without the need to pay for or visit the main attraction

    • Likely to fall under one of these themes:

    - Wellness and well-being (e.g. spa)

    - Sporting and active (e.g. caving)

    - Environment (e.g. beach cleaning, dry stone walling)

    - Arts & culture (e.g. guided tours, pottery making)

    - Culinary (e.g. cookery courses)

    • Events and festivals are not eligible to apply to this category due to the likelihood of VisitEngland Awards for Excellence winners not being announced until one or two years after the event took place e.g. an event taking place in 2021 may not be recognised by VisitEngland until 2023; the event may have ceased or declined in quality since then.

    • Businesses of all sizes can apply as this category is judged within the context and style of the business.

    B&B and Guest House of the Year– VE

    Recognises bed & breakfast and guest house businesses providing truly memorable guest experiences and demonstrating excellence across every aspect of the business.

    Must meet the general criteria laid out at the top of the page as well as the following:

    • Proprietor considers their business to be a bed & breakfast or guest house and promotes it as such

    • The proprietor or a staff member likely live on site

    • Offers a maximum of 12 guest bedrooms. However, businesses with more than 12 bedrooms can apply if they consider themselves appropriate for this category

    • Property may also be the proprietor’s home

    • Most likely to be run by the owner with few or no additional staff

    • Guests are likely to have direct interaction with proprietor

    • Breakfast must be available on site, adjacent or close to the premises.

    Hotel of the Year – VE

    Recogniseshotels providing truly memorable guest experiences and demonstrating excellence across every aspect of the business.

    Must meet the general criteria laid out at the top of the page as well as the following:

    • Directly involved in tourism, making a contribution to the visitor economy with a significant proportion of business generated by people visiting from outside the local area.

    • A full service hotel – that must include a reception, restaurant, bar, dinner and breakfast.

    • A serviced accommodation business may consider this category, Small Hotel of the Year or B&B and Guest House of the Year – choosing the category that best suits their business and only entering one.

    • A serviced apartment business must apply via the Self Catering Accommodation of the Year category and not this category.

    Large Visitor Attraction of the Year – VE

    Recognises large visitor attraction businesses providing truly memorable visitor experiences and demonstrating excellence across every aspect of the business.

    Must meet the general criteria laid out at the top of the page as well as the following:

    • Directly involved in tourism, making a contribution to the visitor economy with a significant proportion of business generated by people visiting from outside the local area.

    • Meets the visitor attraction definition:

    “…a permanently established excursion destination, a primary purpose of which is to allow access for entertainment, interest, or education and can include places of worship; rather than being primarily a retail outlet or a venue for sporting, theatrical, or film performances. It must be open to the public, with or without prior booking, for published periods each year, and should be capable of attracting day visitors or tourists as well as local residents.”

    • Attracts 75,000 visitors or more per year, or employs more than 10 full-time equivalent members of staff.

    • May occasionally require pre-booking for a visit or activity.

    • Retail outlets, sporting venues and theatres are not eligible to apply unless there is also a tour, museum or exhibition element included.

    • Guided tours that are not based within a visitor attraction should apply for the relevant Experience of the Year category.

    • Businesses that are eligible to apply to both the small or large visitor attraction of the year category must choose the one that best suits their business and only enter one.

    New Tourism Business of the Year – VE

    Recognises high performing new tourism businesses, demonstrating excellent understanding of their market, exceeding the expectations of their customers with clear plans for future development.

    Must meet the general criteria laid out at the top of the page as well as the following:

    • Has been trading for at least three months and up to two years when applications open (for first applicable local/regional competition).

    • An existing business that has diversified by adding a new product at the same location or a different location may only apply if the new product is marketed as a standalone operation, and is available independently to the other products offered by the business. An existing business that has undergone a refurbishment or re-vamp would not be eligible.

    • An existing business with new owners will only be eligible if a fundamental change to the business has occurred within two years of the new owners starting trading. A fundamental change would include at least two of the following:

    o significant investment

    o rebrand/ name change/ change to Companies House registration

    o change in target market.

    • Events and festivals are not eligible to apply to this category due to the likelihood of VisitEngland Awards for Excellence winners not being announced until one or two years after the event took place e.g. an event taking place in 2021 may not be recognised by VisitEngland until 2023; the event may have ceased or declined in quality since then.

    • Businesses of all sizes can apply as this category is judged within the context and style of the business.

    • For the purpose of eligibility for this competition, ‘trading’ means serving customers. If the business has not been trading this long, then they will need to wait to apply to the competition in 2023/24.

    • If the business has previously won New Tourism Business of the Year, they are not eligible to enter this category again.

    Pub of the Year -VE

    Recognises pubs that make a significant contribution to tourism in their area, with a food and drink offering that includes quality locally sourced produce.

    Must meet the general criteria laid out at the top of the page as well as the following:

    • A single pub site from an independent, chain or group operator.

    • Offers food and the option to drink and not dine.

    • Does or does not offer accommodation (accommodation not judged).

    • Has a unique selling point that might be food, theme or entertainment.

    • A pub may consider this category or the Taste of England Award – choosing the category that best suits their business and only entering one.

    Unsung Hero Award- VE

    Works for a business directly involved in tourism, making a contribution to the visitor economy with a significant proportion of business generated by people visiting from outside the local areaWorks for a business that meets the following criteria:

    •Only tourism businesses who directly serve the end-users and who control the visitor experience are eligible (i.e. the tourist/ visitor/ guest). Business to business agencies or intermediaries e.g. that manage business to consumer (B2C) presence for tourism businesses without control over the experience delivered, would not be eligible.

    •This includesa number of different types of business:

    •Accommodation e.g. hotels, bed & breakfasts, guest houses, self-catering/serviced apartments, hostels, holiday boats, camping, caravanning, glamping, lodges, shepherds huts, chalets

    •Hospitality i.e. a single food and beverage service business e.g. pub, restaurant, café, tea room, coffee shop, bistros, foodhalls, food and drink markets, kiosks & street food (in a regular location). [For these purposesthe definition of a foodhall/ food and drink market is a collection of independent food and drink establishments with ancillary services (e.g. parking area, toilets, security, visitor information) and maintained by a management firm as an entity.]

    •Transport services e.g. rail, road, water, airports and rental

    •Guided tours

    •Cultural services,e.g. theatres, musical entertainment venues, sporting venues

    •Business events venues

    •Sporting, adventure and recreational activities

    •Retail i.e. a single retail outlet or shopping centre that attracts a significant number of people visiting from outside the local area [For these purposes the definition of a shopping centre is a collection of independent retail stores with ancillary services (e.g. parking area, toilets, security, visitor information) and maintained by a management firm as an entity.]

    •Businesses providing supporting services to visitors in-person within the destination e.g. visitor information providers, left luggage services

    •Visitor attractions that meet the visitor attraction definition: a permanently established excursion destination, a primary purpose of which is to allow access for entertainment, interest, or education and can include places of worship; rather than being primarily a retail outlet or a venue for sporting, theatrical, or film performances. It must be open to the public, withor without prior booking, for published periods each year, and should be capable of attracting day visitors or tourists as well as local residents.

    •Travel agencies and other reservation services, including tour operators and destination management companies •Events and festivals, if they fulfil the following criteria:oAn application can relate to an event/ festival that was held in 2022 or 2023. If it was held in 2022, it must take place again at least once between 01 January 2023 and 31 March 2024

    Self Catering Accommodation of the Year – VE

    Recognises self catering accommodation businesses providing truly memorable guest experiences and demonstrating excellence across every aspect of the business.

    Must meet the general criteria laid out at the top of the page as well as the following:

    • Businesses whose main offer is self catering accommodation including cottages, houses, historic properties (or part thereof), holiday boats, barn conversions, apartments, hostels and serviced apartments etc.

    • A single self-catering property or a collection of self-catering properties in one location (on a single site) owned by the same proprietor and of a similar quality.

    • A business with multiple properties across different locations is not eligible to apply in its entirety. This includes agencies. However, an application may be completed for a specific location (on a single site) if it is clearly identified within any marketing e.g. website.

    • Large self catering accommodation complexes (e.g. with chalets and lodges) with a range of facilities and activities available should apply for the Camping, Glamping and Holiday Park of the Year category.

    Small Visitor Attraction of the Year – VE

    Recognises small visitor attraction businesses providing truly memorable visitor experiences and demonstrating excellence across every aspect of the business.

    Must meet the general criteria laid out at the top of the page as well as the following:

    • Meets the visitor attraction definition:

    “…a permanently established excursion destination, a primary purpose of which is to allow access for entertainment, interest, or education and can include places of worship; rather than being primarily a retail outlet or a venue for sporting, theatrical, or film performances. It must be open to the public, with or without prior booking, for published periods each year, and should be capable of attracting day visitors or tourists as well as local residents.”

    • Attracts 75,000 visitors or fewer per year or employs 10 or fewer full-time equivalent members of staff.

    • May occasionally require pre-booking for a visit or activity.

    • Retail outlets, sporting venues and theatres are not eligible to apply unless there is also a tour, museum or exhibition element included.

    • Guided tours that are not based within a visitor attraction should apply for the relevant Experience of the Year category.

    • Businesses that are eligible to apply to both the small or large visitor attraction of the year category, must choose the one that best suits their business and only enter one.

    Taste of England (Taste Lincolnshire) Award – VE

    Recognises businesses within the tourism industry that offer food, beverage and service innovation and excellence.

    Must meet the general criteria laid out at the top of the page as well as the following:

    • Food service businesses including restaurants, hotel restaurants, cafés, tea rooms, coffee shops, bistros etc.

    • Ideally offers the option for table service, or at least a dining area with table and chairs. Counter service cafes, for example, would be eligible, as long as there are elements of ‘service’ provided, e.g. ordering at counter, payment at tills and clearing tables.

    • Access to toilet facilities is available.

    • Does not require payment of an admission fee to access the eatery.

    • A single site from an independent, chain or group operator.

    • A pub may consider this category or Pub of the Year – choosing the category that best suits their business and only entering one.

    • Businesses that serve food must have a minimum food hygiene rating of three out of five. The competition organisers reserve the right to refuse an application if this minimum requirement is not met at any point prior to the awards ceremony. An exception is made for new businesses who have not yet been graded.

    • Events and festivals are not eligible to apply to this category due to the likelihood of VisitEngland Awards for Excellence winners not being announced until one or two years after the event took place e.g. an event taking place in 2021 may not be recognised by VisitEngland until 2023; the event may have ceased or declined in quality since then.

    • Businesses of all sizes can apply as this category is judged within the context and style of the business.

    Marketing Campaign

    This category recognises businesses that have devised and executed marketing campaigns demonstrating innovation, creativity, and a clear understanding of their audience. Entries should reflect a comprehensive approach to marketing, integrating multiple channels for maximum impact, customer engagement and business growth.

    Innovation: We're looking for campaigns that broke the mould with innovative tactics or technologies. This might include using automation to streamline processes, create personalised customer journeys, or other novel uses of technology.

    Multichannel Integration: Successful campaigns usually involve interaction with several marketing channels. These could include social media, email, content marketing, SEO, PPC, print media, TV, radio or out-of-home advertising. Entries should demonstrate how the campaign elements worked together to create a consistent message and user experience across channels.

    Data-Driven: The best marketing campaigns are backed by robust data. Submissions should provide evidence of how data was used to inform campaign strategy, measure success, and/or drive continuous improvement. This could include market research, analytics, A/B testing, customer feedback or other data sources.

    Results and Impact: Submissions should demonstrate the impact of the campaign on the business. This could be measured in terms of increased awareness, lead generation, conversion rates, customer retention or other key performance indicators. Evidence of a positive return on investment (ROI) will be highly regarded.

    Tourism Focus: Finally, as these are tourism awards, entries should clearly show how the campaign contributed to promoting tourism. This could include attracting new visitors, promoting off-peak travel, extending visitor stay, increasing visitor spend, enhancing the visitor experience, or other benefits to the tourism industry or destination.

    We encourage businesses of all sizes and types within the tourism sector to enter this category. Whether you're a small attraction or a large tour operator, if you've run a successful marketing campaign, we want to hear about it.

    Customer Service Award

    This category aims to recognise businesses or individuals that have truly excelled in offering exceptional customer service within the tourism industry. Entries should demonstrate a firm commitment to exceeding customer expectations, creating memorable experiences, and making a positive impact on the business's reputation.

    Above and Beyond: We are seeking entries that showcase a consistent commitment to going the extra mile for customers. This could be shown through specific examples of service that went beyond what was expected or required.

    Customer Engagement: Successful applicants will demonstrate how they actively engage with their customers. This may include innovative and personalised communication methods, high levels of responsiveness, or unique initiatives that enhance customer interactions.

    Feedback and Resolution: Entries should highlight the business or individual's approach to customer feedback and complaint resolution. A strong applicant will show how they acknowledge and address customer concerns promptly and effectively, using such incidents as opportunities for improvement.

    Training and Empowerment: We value businesses that invest in their team's customer service skills. Evidence of specific training initiatives or strategies that empower employees to deliver exceptional customer service will be considered positively.

    Impact on Business: Entries should demonstrate the impact of the customer service excellence on the business. This might be shown through customer retention rates, positive reviews, customer referrals, or business growth attributable to reputation for customer service.

    Tourism Focus: Lastly, as these are tourism awards, entries should clearly show how the business or individual contributes to a positive tourist experience. This could include enhancing visitor satisfaction, promoting repeat visits, or creating positive word-of-mouth that benefits the tourism industry or destination.

    We welcome entries from any business or individual in the tourism sector who believes they have delivered exceptional customer service, whether they are part of a large organisation or a small, independently owned business.

  • As part of the terms and conditions you will, reimburse the judge and his/her partner (or family/companions in the case of some visitor attractions or experiences) on departure for the cost of the mystery visit/overnight stay, any meals taken (alcoholic drinks only for Pub of the Year, Taste of England Award and Hotel of the Year categories), or any admission or ticket cost as appropriate to the category on production of identification from insight6.